DishTV's new ad features Shah Rukh Khan 'masala maar ke'

The campaign has been conceptualised by McCann Worldgroup

ETBrandEquity

April 02, 2016, 07:28 IST

A screenshot from the adDTH player DishTV was recently in the news for renewing its contract with Bollywood superstar Shah Rukh Khan, who is the brand's ambassador. The brand has new launched a new TV-led campaign featuring the actor, titled 'Masala maar ke'. The communication has been created by McCann Worldgroup, and pegs DishTV as the flagbearers of entertainment.

Speaking about the campaign, Arun Kumar Kapoor, chief executive officer, DishTV said, "DishTV today touches the lives of over 100 million viewers across different age groups and geographies. We are an integral part of every Indian household, providing world class entertainment, each day. In India whatever we do is completely over the top and completely spicy, Indian lives are like Hindi movies, full of action, comedy, drama and emotion. This is what our new ad campaign is all about. It embodies fun loving, spicy entertaining and 'Masala maar ke' approach towards life with Shah Rukh Khan being the sutradhar of the campaign."

The campaign portrays various people from across the country enjoying entertainment in their own unique way – with a little masala and emotion. It depicts how Indians love to consume entertainment and get fully immersed while watching TV. Be it a modern couple, a traditional household or jawaans at the border - everyone consumes entertainment with a twist and not in a mundane, sedate way.

Watch the ad here:

Commenting on the new initiative, Jitender Dabas, executive vice president- planning, McCann WorldGroup said: "Apart from food and clothing, entertainment is something that are very characteristic of culture. Indian people prefer their entertainment the way they prefer their food- in a more spicy larger- than – life kind of a way. Daily dose of entertainment for them is like the spice of life. Hence the idea of- Life Masala maar ke."

The ad is targeted at a wide base and is for both new and existing consumers. Through a 360° media approach, DishTV will be using multiple platforms such as Television, Out-of-Home and Digital media to bring the thought alive. This comes at a very opportune time in the brand’s lifecycle with the third phase of digitization coming to an end and at the onset of the fourth phase of digitization.